Multivitamin Gummies Spreading Its Consumer Nexus in India

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Nitin Konde, Apoorva Bajj

Mar 8, 2024 — 5 min read

Multivitamin Gummies Spreading Its Consumer Nexus in India

The once-commonplace multivitamin pills and capsules have been mostly replaced as the preferred oral supplement by gummies. Sugar, maize starch, gelatin, and water are the usual ingredients in these sweets, which are available in a rainbow of flavors and shapes, not to mention attractive packaging decorated with artificial colors. Vitamin gummy sales in India reached INR 76.37 crores in 2023. The market is anticipated to reach a value of INR 867.72 crores by 2032, expanding at a CAGR of 31% from 2024 to 2032, propelled by the growing awareness of the significance of ingesting sufficient nutrition. Most individuals have heard great things about how helpful they are, even though not many specialists suggest them. Nutritionists advise accumulating long-term research data before commercializing these supplements for ingestion.
Like other supplements, gummy vitamins can provide essential minerals. However, due to variables such as formulation, chemicals, and individual requirements, experts are skeptical of the effectiveness of gummy vitamins.

Is It True That Vitamin Gummies Work?
COVID-19 Opened the Gates of Market
Way Forward

Is It True That Vitamin Gummies Work?

Gummy vitamins initially gained popularity among kids because of their delicious flavor, but today people of all ages love them. Can we state with confidence that they are effective and safe to use?

When compared to more traditional supplement options, gummy vitamins provide numerous advantages, such as improved palatability and rapid absorption. Patients who dislike the texture, size, taste, or smell of their medications are less likely to take them as prescribed with their help. Pill weariness, which is prevalent among those who have difficulty taking other kinds of tablets, is another reason why people are turning to gummies. Gummies are convenient and adaptable since they can be eaten anytime and anywhere the user pleases. They offer a lighthearted way to combat health issues and can be adjusted to suit various age groups. Because they include a variety of minerals and vitamins, gummies are a fantastic method to avoid vitamin deficiencies and promote healthy physical functions. Still, read the ingredients and consult your physician before settling on a brand.

As an example, "In India, sales of gummy vitamins have skyrocketed throughout the past two years," said Jagadish Jain of Nutrazee in Hyderabad, expanding on that idea somewhat.

Since there weren't many options for gummy vitamins and most of them fell short of customers' expectations, we decided to fill that need in 2018 by releasing Nutrazee Multivitamin Gummies. Several nutraceutical firms took note of our product after watching its success. Gummies seem to be a product line for almost every nutraceutical company these days.

Our bodies require at least fifteen minerals and thirteen essential vitamins (including all B vitamins) to carry out a broad variety of functions, including development, growth, immunity, and reproduction. Our bodies depend on specific minerals and vitamins for healthy biological function. Healthy bones, teeth, eyes, immune systems, and muscles can be supported by a variety of nutrients, some of which can be supplied by gummy vitamins together with antioxidants and other health benefits. However, the quality of each product varies; so, it is essential to consult your physician and read product labels before settling on a solution.

Total Dietary Supplements Market Size Worldwide from 2018 to 2028

COVID-19 Opened the Gates of Market

The global spread of the COVID-19 pandemic has prompted people to be more cautious and seek out healthier alternatives. Now that they have a better understanding of the need for a balanced diet and lifestyle, they are more health conscious. However, it's possible that the food they eat won't always provide them with all the vitamins they require. In this respect, supplements are helpful.

Supplemental vitamins are necessary for adults since their diets lack certain nutrients. These include minerals, amino acids, vitamins, and plant extracts.

Since the human body cannot store water-soluble vitamins, it is essential to regularly supplement with them to avoid deficiency. Fatigue, inability to sleep, thinning hair, and general lack of energy are all symptoms of a vitamin deficiency. For example, if you're deficient in iron, vitamin D, or vitamin B12, you can experience weakness. On the other hand, if you're lacking in vitamin B7, you might notice thinning or lost hair.
Urban Indian women now have a 70% nutritional deficit rate. Traditional nutritional supplements have been on the market for a long time, but these consumers still haven't jumped on the bandwagon.

The COVID-19 pandemic has increased people's concern for their health, according to Divij Bajaj, founder of Power Gummies in Delhi. Because of this, more people are aware of vitamin supplements, particularly ones that boost the immune system. This has led to an explosion in the market for dietary supplements, especially kid-friendly gummy vitamin items. This need has been the driving force behind our company's meteoric rise.

Way Forward

A lot of progress has been made and will be made, in the field of gummy vitamins. Gummy brands that address consumers' most important health and wellness needs with the most recent ingredients supported by science will have a better chance of succeeding in the market.

Look for problem-solving multivitamins, ideally, those that scientifically blend modern Indian and Western nutrition practices, rather than gummy pills that simply list a bunch of vitamins. The availability of remedies backed by scientific evidence from trials conducted on actual products is a further perk. These chewable vitamins are a better option. Additionally, look for companies that use high-quality active ingredients (looking for patents and a high extract ratio), clean inactive ingredients (no added sugar, artificial sweeteners, or preservatives), and naturally occurring flavors.

Because they are convenient, tasty, and entertaining, gummy vitamins are more likely to be taken consistently by customers. A single bite of these tasty and sugar-free candies packs a powerful nutritional punch. People of all ages and from all over the world are starting to buy into brands. The target demographic of a Mumbai-based gummy candy company consists of women aged 21 to 65, with more than 30% hailing from Tier 2 and Tier 3 cities.